xgoogle-mobile-guru-day.jpg.pagespeed.ic.noh8O_JKjJMay 20, 2015 – JumpFly was invited to attend Google Mobile Guru Day hosted at Google’s New York office. Spencer Daniels, one of JumpFly’s trusted PPC specialists, was nominated by JumpFly to participate in this prestigious event where he became an official Google Mobile Guru. This was the first Google Mobile Guru Day and by participating, JumpFly has one of very few official Google Mobile Gurus on staff. The extremely useful insights gained from this event were shared with everyone at JumpFly, helping to keep all team members up to date with everything there is to know about the mobile revolution, and how to maximize mobile PPC results. Daniels thought the event was incredibly valuable, stating, “For years, Google has been claiming that mobile devices are the future of search. They’ve been lobbying for businesses to enhance the mobile experience for their customers in preparation that mobile interaction will surpass that of desktop. Well, that time has come. Searches performed on mobile devices are now greater than the amount of desktop searches in 14 countries.”

Interesting Mobile Facts:

  • More Google searches take place on mobile devices than on computers.
  • Time spent on mobile devices increased 700% since 2010.
  • Session length for desktops decreased significantly in the last year alone because people are conducting research on other devices before they move to desktop.
  • In-store foot traffic is down 15% overall since 2010, while holiday foot traffic is down 55% in just 3 years; from 38 billion in 2010 to 17 billion in 2013. With that said, the value of each in-store visit doubled during those same years. People are visiting stores less frequently, but they are more prepared and willing to buy more.
  • The top ad position on mobile search gets 75% of the clicks.
  • Mobile CTR declines 90% from position 2 to 3 in Google search.
  • On average, an individual uses their mobile device 150 times per day for an average of 162 minutes.
  • 95% of apps are abandoned within 1 month and 20% of apps are only used once.
  • 82% of smartphone shoppers use search engines when browsing product info in-store.
  • 1 in 3 shoppers use their smartphones to find info instead of asking store employees.
  • From 2011 – 2013, smartphone adoption in the US grew from 36% to 61%.

Google Mobile Guru Day presenters talked quite a bit about the need for and value of having a mobile-friendly website, and also covered various other mobile-related topics, concepts and strategies for success. Below is an overview of what was discussed:

Three main mobile friendly website design options:

  • Separate/Optimized – Completely different design & URLs (e.g.; limited functionality
  • Adaptive/Dynamic – Highly differentiated experience compared to desktop. URL remains the same, but the site changes based on the specific device.
  • Responsive – Re-positions specific elements of the site based on device. Uses the same URLs.

Top four reasons mobile doesn’t convert:

  • Navigational complexity
  • Checkout/from complexity
  • Barriers in the way of converting (making someone sign-up without the option of a guest checkout)
  • Site speed

Top five solutions for mobile websites:

  • Make site search visible and ensure results are relevant
  • Implement filters to improve mobile search usability
  • Design efficient forms with streamlined entry or use click to call for complex tasks
  • Let users purchase as guest
  • Make it easy to finish converting on another device

Google representatives discussed the complexity involved in tracking mobile users and explored reasons why mobile conversions can be difficult to measure.

  • Conversions that start and end on mobile are only a small portion of the true value mobile brings.
  • Other conversion based actions mobile brings are: mobile click-to-calls, onsite click-to-calls, get directions, get location details, in-store visits, app downloads, and cross-device conversions.
  • These additional conversion types are trackable, but the majority of advertisers tend to only optimize based on converted click data only.
  • Google really stressed that everyone should be using the estimated total conversions column for conversion measurement. It is generated by including the conversions column, cross-device conversions, call conversions and call conversions from tablets and computers.
  • If you’re not willing to use the estimated total conversions column because it uses conversions instead of converted clicks, they suggested you should at least add the estimated cross-device conversion column. This column only counts a conversion when a customer clicks on an AdWords ad on one device, then converts on a different device or browser. Google has a 95% confidence interval on this data, meaning if you’re showing 10 estimated cross-device conversions, you are pretty much guaranteed to have 9, 10 or 11 cross-device conversions.

Throughout Mobile Guru Day, Google talked a lot about “micro-moments.” During these critical moments, individuals rely on their mobile devices, making it crucial for advertisers to be there to take advantage of these instances.

Another general concept that Google shared was to market to people, not devices.

Google also shared what they called the Three Pillars of a Successful Mobile Strategy:

  1. Mobile sites that engage the user.
  2. Mobile media that informs and delights the user.
  3. Measurement that gives mobile proper credit for actions beyond mobile leads – calls, app downloads, cross-device conversion, store visits

The rapid shift to mobile and its evolving impact on business is significant and cannot be ignored. Measuring the results of mobile advertising efforts can often be challenging due to the complex nature of determining what specific actions along the way were ultimately responsible for triggering a conversion or sale. However, the world we live in has rapidly evolved into a mobile generation where instant gratification is expected and available at one’s fingertips. Mobile continues to grow and is here to stay, so businesses need to adapt and be prepared to embrace it sooner than later. JumpFly Founding Partner, Brad Garlin, adds “We continue to see explosive mobile growth with no indication of slowing down. We are thrilled that we were invited to attend Google’s first Mobile Guru Day. Our participation helped further improve JumpFly’s collective knowledge and ability to improve clients’ mobile efforts and results.”

About JumpFly:
JumpFly professionally develops, implements and manages Google AdWords and Bing Ads pay-per-click advertising accounts, enabling clients to maximize Internet advertising results while saving time and money. Proper setup and management of these powerful programs will likely make the difference between an advertiser’s success or failure. JumpFly’s full-service solution enables clients to focus on their core business while attaining the best possible results from their search engine marketing campaigns. JumpFly is a Google AdWords Certified Partner and Bing Ads Accredited Professional. JumpFly assists more than 400 clients, offers a money-back-guarantee, ranks as the #1 PPC Management Company by TopSEOs and has an A+ rating from the BBB.